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Understanding Unique Customer Experiences

The potential of providing in-store Unique Customer Experiences (UCEs) nowadays

Language EnglishEnglish
Book Paperback
Book Understanding Unique Customer Experiences Elisa López Moreno
Libristo code: 06996930
Publishers LAP Lambert Academic Publishing, November 2010
A new type of economic offering has lately appeared in the market scene: the provision of Unique Cus... Full description
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46.42 €
90.80  лв
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A new type of economic offering has lately appeared in the market scene: the provision of Unique Customer Experiences (UCEs). UCEs occur "when a company intentionally uses services as the stage and goods as props to engage the customer emotionally in a way that creates a memorable even"t (Pine and Gilmore, 2009. The present work represents an attempt to deeper explore try the potential consequences for companies providing UCEs. A field experiment was carried out in a hairdresser establishment in Madrid in order to test the effects of UCE on two main customer variables: Word of mouth (WOM) and Revisit intentions. Overall, the present study presents an innovative marketing strategy, which opens a new door for businesses struggling to succeed in the challenging nowadays world.

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About the book

Full name Understanding Unique Customer Experiences
Author Elisa López Moreno
Language English
Binding Book - Paperback
Date of issue 2011
Number of pages 104
EAN 9783846544914
Libristo code 06996930
Publishers LAP Lambert Academic Publishing
Weight 171
Dimensions 150 x 220 x 6

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing
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